North America
Mission Foods becomes new title sponsor of NHRA
The National Hot Rod Association (NHRA) has a new title sponsor for its premier professional series, signing up Mission Foods in a multi-year deal
Silver Lake looks to take Endeavor private amid strategic review of assets
Endeavor, the company that owns the IMG agency, World Wrestling Entertainment and Ultimate Fighting Championship, has announced that it is exploring “strategic alternatives” for its publicly listed sto…
Bud Light returns to UFC in record sponsorship deal, AB InBev goes global
The Ultimate Fighting Championship (UFC) has announced that Bud Light will become its official beer in the United States in a multi-year deal that also extends its partnership with AB InBev on a global…
Nuggets signs Ibotta in three-year jersey patch deal
The defending National Basketball Association champion Denver Nuggets has announced a jersey patch sponsorship deal with performance marketing platform and cash-back rewards provider Ibotta
Sphere named jersey patch partner after 18-month search by New York Knicks
Futuristic Las Vegas entertainment venue Sphere has been named as the ‘Official Jersey Patch Partner’ of the New York Knicks – ending the NBA franchise’s 18-month search for a patch sponsor.
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Sixt turns to Lakers and Bulls for US market boost
German car rental company Sixt signed a global sponsorship with the LA Lakers, but a US-only deal with NBA rival, the Chicago Bulls.
KC Current agrees naming-rights deal for ‘world-first’ women’s stadium
Kansas City Current of the National Women's Soccer League (NWSL) has announced railway network CPKC as the naming-rights partner for the club's new stadium, which it claims will be the first venue specifically…
Peloton’s NBA-WNBA agreement includes new ways to watch games
The National Basketball Association and Women's National Basketball Association have announced a multi-year sponsorship agreement with fitness brand Peloton
American Express enters F1 with regional deal, backs Vegas GP
Financial services company American Express has made its first move into Formula 1 sponsorship by agreeing a multi-year regional deal with the organisation and its new US race, the Las Vegas Grand Prix.
LA Tourism seeks Covid bounceback with sponsorship strategy
LA Tourism is leaning into sports sponsorship to attract more overseas visitors and restore visitor numbers to pre-pandemic levels, according to Adam Burke, chief executive of the tourism body.
Toyota ends NFL’s search for automotive sponsor
Japanese car company Toyota and the National Football League (NFL) have announced a multi-year sponsorship agreement that ends the league's search for an official automotive partner.
Sportfive seeks US executive to land sponsors for European clubs
Sportfive has begun the search for a director of global partnerships based in the United States to lead commercial sales on behalf of European football clubs, principally Borussia Dortmund
Hennessy extends global marketing sponsorship with NBA and its affiliates
The National Basketball Association and cognac brand Hennessy have announced a multi-year extension of their global marketing partnership
Volcan de mi Tierra joins extensive Las Vegas Grand Prix sponsor roster
The organisers of the upcoming Formula 1 Las Vegas Grand Prix have made tequila brand Volcan de mi Tierra the latest addition to the event’s sponsorship portfolio.
MLR tasks Legends with driving revenue growth
Major League Rugby (MLR) has hired premium experiences company Legends with a brief to drive commercial revenue and accelerate growth for the North American professional rugby competition
NHL, NHLPA extends longstanding Enterprise sponsorship
The National Hockey League and National Hockey League Players' Association have extended car rental company Enterprise's North American sponsorship in a multi-year deal
Blue Shield signs LA Kings helmet deal as AEG continues sales streak
Health insurance company Blue Shield of California has expanded its relationship with sports and entertainment group AEG by taking up the ‘Official Helmet Partner’ rights for the NHL’s LA Kings.
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Heat and Hornets sign jersey deals, Nuggets patch still on market
The NBA’s Miami Heat and Charlotte Hornets have signed up new jersey patch sponsors for the upcoming season but seven other teams, including current NBA champions, the Denver Nuggets, have still to confirm p…